BUS1006/BUS102 S1 2017 Assessment 2 Marketing Plan for Zeal Pet Treats

This report presents a marketing plan analysis for Zeal Pet Treats, a company specializing in packaged pet treats, with a focus on the Australian market. The analysis includes a declaration of the team's contribution, followed by an executive summary. The report delves into the marketing situation, examining the company's background and its competitors, including Ziwi, K9 Natural, Yummi Pet Products, and DentaStix. A thorough macro-environment analysis is conducted, covering demographic, cultural, natural, economic, political, and technological factors. A SWOT analysis is performed to identify the company's strengths, weaknesses, opportunities, and threats. Objectives and issues are outlined, followed by a detailed marketing strategy that incorporates segmentation, targeting, differentiation, and positioning (STDP). The report further examines the product, pricing, place, and promotion strategies, along with budget considerations and marketing controls. The report concludes with references and an overall assessment of Zeal Pet Treats' marketing approach.